A Victorian-based university sought an assessment of its current
marketing activities with a recommendation on how to focus future
activity.
What was the question?
How effective is the current marketing approach in terms of
building brand preference and student outcomes?
What did we do?
- Revised current marketing spend allocations
- Carried out extensive research into internal shareholder
requirements
- Assessed current programs against desired outcomes
- Recommended brand building
- Recommended marketing structure and alignment with university
objectives to ensure focus
What was the outcome?
A change to marketing structure with new roles was created,
marketing spend to fewer 'big ticket initiatives' re-allocated and
the marketing/budget decisions against university objectives
criteria was centralised.
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